![Amy Yau](https://profiles-cardiff.imgix.net/attachments/1454?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Amy Yau
- Ar gael fel goruchwyliwr ôl-raddedig
Timau a rolau for Amy Yau
Uwch Ddarlithydd
Trosolwg
Rwy'n Uwch Ddarlithydd yn yr adran Marchnata a Strategaeth ac yn Gyfarwyddwr Rhaglen ar gyfer BSc Rheoli Busnes.
Roedd fy nhraethawd PhD "People, Places and Spaces: Theorising Consumer Re-enculturation" ym Mhrifysgol Caerfaddon ar ysgoloriaeth lawn y Cyngor Ymchwil Economaidd Cymdeithasol (ESRC).
Mae fy niddordebau ymchwil yn cynnwys archwilio gwahanol agweddau ar ymchwil diwylliant defnyddwyr a marchnata cymdeithasol-ddiwylliannol trwy ddefnyddio dulliau ansoddol. Mae meysydd ymchwil cyfredol o ddiddordeb yn cynnwys diwylliant defnyddwyr a symudedd byd-eang, gwaith hunaniaeth wedi'i gyfryngu gan dechnoleg, busnesau bach creadigol ac entrepreneuriaeth, a hefyd defnydd cynaliadwy.
Mae fy mhrofiad proffesiynol o fewn cwmnïau ymchwil marchnad a marchnata yn Llundain a Sydney.
Cyhoeddiad
2024
- Yau, A. and Christidi, S. 2024. Boomeranging: why some adults stay closely tied to their parents' home - and how to keep the peace. [Online].Vol. 3 DecThe Conversation Trust. Available at: https://theconversation.com/boomeranging-why-some-adults-stay-closely-tied-to-their-parents-home-and-how-to-keep-the-peace-242937.
- Osadchaya, E. et al., 2024. To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry. Business Horizons 67 (5), pp.571-581. (10.1016/j.bushor.2024.05.002)
- Marder, B. et al., 2024. What drives advertisers toward or away from immersive virtual spaces?. Journal of Advertising Research 64 (3), pp.255-283. (10.2501/JAR-2024-020)
2021
- Marder, B. et al., 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19 (1) 100453. (10.1016/j.ijme.2021.100453)
2020
- Yau, A. 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020 Virtual 01-04 October 2020. Vol. 48.The Association for Consumer Research. , pp.1229.
2019
- Iankovaa, S. et al., 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81 , pp.169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A. , Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33 (2), pp.554-575. (10.1108/ITP-09-2017-0305)
2018
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52 (12), pp.2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B. et al., 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52 (3/4), pp.702-724. (10.1108/EJM-01-2017-0059)
2017
- Yau, A. 2017. Transgression within narratives of consumer acculturation and global mobility. Presented at: EIASM 9th Workshop on Interpretive Consumer Research Stockholm, Sweden 27-28 April 2017.
2016
- Yau, A. and Marder, B. 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference Hong Kong 21-24 July 2016. 2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations. , pp.407-412. (10.15444/GMC2016.04.05.01)
2015
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015 New Orleans, LA 1-4 October 2015. Advances in Consumer Research 2015. Vol. 43., pp.746-747.
2014
- Yau, A. and Davies, I. 2014. Consuming education: a longitudinal exploration of the Western market’s role in Chinese development. Presented at: 39th Annual Macromarketing Conference London, UK 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Exploring the role of modern Confucian values for promoting sustainable consumption in China. Presented at: 39th Annual Macromarketing Conference London, UK 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Finding home and stamping identity with people, products and places: a consumer culture theory exploration of the migrant consumers returning home. Presented at: Academy of Marketing Conference 2014 Bournemouth, UK 7-10 July 2014.
2013
- Yau, A. 2013. Erase and rewind: a consumer culture theory exploration of the consumer re-acculturation process. Presented at: 7th Workshop on Interpretive Consumer Research Brussels, Belgium 11-12 April 2013.
- Yau, A. and Davies, I. 2013. Consuming education: a longitudinal exploration of Chinese acculturating consumers. Presented at: Academy of Marketing Conference 2013 Cardiff, UK 8-11 July 2013.
- Yau, A. and Marder, B. 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013 Cardiff, UK 8-11 July 2013.
2012
- Yau, A. and Davies, I. 2012. Negotiating boundary crossing identities: Consumer re-acculturation and transgression. Presented at: Academy of Marketing Conference 2012 Southampton, UK 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012 Southampton, UK 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern renegotiations of Confucian ethics and implications on ethical consumption in China. Presented at: Academy of Marketing Science Annual Conference New Orleans, LA, USA 15-20 May 2012.
Cynadleddau
- Yau, A. 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020 Virtual 01-04 October 2020. Vol. 48.The Association for Consumer Research. , pp.1229.
- Yau, A. 2017. Transgression within narratives of consumer acculturation and global mobility. Presented at: EIASM 9th Workshop on Interpretive Consumer Research Stockholm, Sweden 27-28 April 2017.
- Yau, A. and Marder, B. 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference Hong Kong 21-24 July 2016. 2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations. , pp.407-412. (10.15444/GMC2016.04.05.01)
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015 New Orleans, LA 1-4 October 2015. Advances in Consumer Research 2015. Vol. 43., pp.746-747.
- Yau, A. and Davies, I. 2014. Consuming education: a longitudinal exploration of the Western market’s role in Chinese development. Presented at: 39th Annual Macromarketing Conference London, UK 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Exploring the role of modern Confucian values for promoting sustainable consumption in China. Presented at: 39th Annual Macromarketing Conference London, UK 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Finding home and stamping identity with people, products and places: a consumer culture theory exploration of the migrant consumers returning home. Presented at: Academy of Marketing Conference 2014 Bournemouth, UK 7-10 July 2014.
- Yau, A. 2013. Erase and rewind: a consumer culture theory exploration of the consumer re-acculturation process. Presented at: 7th Workshop on Interpretive Consumer Research Brussels, Belgium 11-12 April 2013.
- Yau, A. and Davies, I. 2013. Consuming education: a longitudinal exploration of Chinese acculturating consumers. Presented at: Academy of Marketing Conference 2013 Cardiff, UK 8-11 July 2013.
- Yau, A. and Marder, B. 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013 Cardiff, UK 8-11 July 2013.
- Yau, A. and Davies, I. 2012. Negotiating boundary crossing identities: Consumer re-acculturation and transgression. Presented at: Academy of Marketing Conference 2012 Southampton, UK 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012 Southampton, UK 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern renegotiations of Confucian ethics and implications on ethical consumption in China. Presented at: Academy of Marketing Science Annual Conference New Orleans, LA, USA 15-20 May 2012.
Erthyglau
- Osadchaya, E. et al., 2024. To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry. Business Horizons 67 (5), pp.571-581. (10.1016/j.bushor.2024.05.002)
- Marder, B. et al., 2024. What drives advertisers toward or away from immersive virtual spaces?. Journal of Advertising Research 64 (3), pp.255-283. (10.2501/JAR-2024-020)
- Marder, B. et al., 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19 (1) 100453. (10.1016/j.ijme.2021.100453)
- Iankovaa, S. et al., 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81 , pp.169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A. , Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33 (2), pp.554-575. (10.1108/ITP-09-2017-0305)
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52 (12), pp.2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B. et al., 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52 (3/4), pp.702-724. (10.1108/EJM-01-2017-0059)
Gwefannau
- Yau, A. and Christidi, S. 2024. Boomeranging: why some adults stay closely tied to their parents' home - and how to keep the peace. [Online].Vol. 3 DecThe Conversation Trust. Available at: https://theconversation.com/boomeranging-why-some-adults-stay-closely-tied-to-their-parents-home-and-how-to-keep-the-peace-242937.
Ymchwil
Prif ddiddordebau ymchwil
- Ymchwil defnyddwyr trwy ddulliau ymchwil ansoddol
- Diwylliant defnyddwyr / symudedd byd-eang
- Busnesau bach creadigol/entrepreneuriaeth
- Cyfryngau cymdeithasol
- Defnyddwyr ethnig
- Defnydd cynaliadwy/moesegol
- Defnydd cydweithredol
Prosiectau Ymchwil Academaidd
- Diwylliant Defnyddwyr a'r Dychwelyd
- Bwyta Bwyd a Dynameg Teulu
- Busnesau Bach Creadigol a'r Llwyth
Digwyddiadau Siaradwyr Gwadd
- 2025: Dathlu teithiau academaidd amrywiol, Cynhadledd Flynyddol EMPOWER, Prifysgol Caerdydd
- 2023: Marchnata a Chynhyrchu Diwylliannol Creadigol yn y Cyd-destun Ffasiwn, Prifysgol Manceinion
- 2020: Pivoting and Resilience for Creative Small Business during Covid-19, ESRC Fesival of Social Science
- 2018: Ymgorffori Creadigrwydd mewn Ymchwil, Prifysgol Caerfaddon
- 2017: Busnesau Bach/ Busnes Creadigol, Ysgol Busnes Caerdydd
- 2016: Dadansoddiad Data Ansoddol mewn Ymchwil Defnyddwyr, Prifysgol Durham
Cyflwyniadau Cynhadledd
Yau, A a Christidi, S (2025) Paradoxical Consumer Empowerment Journeys: Adult Children and Parental Food Provision Negotiations, Cynhadledd Theori Diwylliant Defnyddwyr, Llundain
Yau, A (2025) 15 mlynedd yn ddiweddarach: Hunan-gysyniad a chysondeb â brandiau ar gyfryngau cymdeithasol, Cynhadledd Marchnata Byd-eang, Hong Kong
Yau, A a Christidi, S. (2025) Teithiau grymuso defnyddwyr: Oedolion plant a thrafodaethau darparu bwyd rhieni mewn cymdeithasau collectivist, Cynhadledd Marchnata Byd-eang, Hong Kong
Yau, A a Christidi, S. (2024) Teithiau Grymuso Paradocsaidd Defnyddwyr a Rheoli Llesiant Perthynol, Academi Marchnata, Prifysgol Caerdydd.
Yau, A. (2023) Troi a Marchnata Entrepreneuriaid Creadigol, Cynhadledd Marchnata Byd-eang, Seoul, De Korea.
Yau, A. (2020) Contestations and Pleasures from Passions: Entrepreneurship and Marketing of Creative Micro-businesses, Association of Consumer Research.
Yau, A. (2017) Trosedd o fewn Ail-ddiwylliannu Defnyddwyr, Theori Diwylliant Defnyddwyr, Anaheim, California.
Yau, A. (2017) Transgression within Narratives of Consumer Acculturation and Global Mobility, Gweithdy Ymchwil Defnyddwyr Dehongli, Stockholm, Sweden.
Yau, A a Marder, B. (2016) Half a World and a Click Away: Social Media and Acculturation, Cynhadledd Marchnata Byd-eang, Hong Kong.
Yau, A. (2016) Tarddiad: Defnydd twyll celf, Oriel Gelf Theori Diwylliant Defnyddwyr, (2016) Lille, Ffrainc.
Yau, A a Davies, I. (2014), Eating Education: A Longitudinal Exploration of the Western Market's Role in Chinese Development, Cynhadledd Marchnata Macro, Royal Holloway, y DU).
Yau, A a Davies, I. (2014), Archwilio Rôl Gwerthoedd Conffiwsaidd Modern ar gyfer Hyrwyddo Defnydd Cynaliadwy yn Tsieina, Cynhadledd Marchnata Macro, Royal Holloway, y DU).
Yau, A a Davies, I. (2014), Pobl, Cynhyrchion ac Arferion: Archwiliad Theori Diwylliant Defnyddwyr o Ddefnyddwyr Mudol sy'n Dychwelyd Adref, Cynhadledd yr Academi Marchnata (AM) (Bournemouth, y DU).
Yau, A. a Davies, I. (2013), "Dileu ac ailddirwyn yn ôl: Archwiliad Theori Diwylliant Defnyddwyr o'r Broses Ail-ddiwylliannu Defnyddwyr", Gweithdy Ymchwil Defnyddwyr Dehongli (ICR) (Brwsel, Gwlad Belg).
Yau, A. a Davies, I. (2013), "Consuming Education: A Longitudinal Exploration of Chinese Acculturating Consumers", Cynhadledd yr Academi Marchnata (AM) (Caerdydd, y DU).
Yau, A. a Marder, B. (2013), "Consumer Acculturation and the Role of Anxiety Within The Consumption of Social Networking Sites", Cynhadledd yr Academi Marchnata (AM) (Caerdydd, y DU).
Yau, A. (2013), "Dileu ac ailddirwyn yn ôl: Archwiliad Theori Diwylliant Defnyddwyr o'r Broses Ailddiwylliannu Defnyddwyr", Cynhadledd yr Academi Marchnata (AM) (Caerdydd, y DU).
Yau, A. a Davies, I. (2012), "Ail-drafodaethau Modern Moeseg Conffiwsaidd a Goblygiadau ar Ddefnydd Moesegol yn Tsieina", Cynhadledd yr Academi Gwyddoniaeth Marchnata (AMS) (New Orleans, LA).
Yau, A. a Davies, I. (2012), Dyfarnwyd: Gwobr Papur Gorau yn y Trac "The Modern Confucian Values Influence on Chinese Ethical Consumption", Cynhadledd yr Academi Marchnata (AM) (Southampton UK).
Yau, A. a Davies, I. (2012), "Negodi Hunaniaethau Croesi Ffiniau: Ail-ddiwylliannu a Thrawsnewidiad Defnyddwyr", Cynhadledd yr Academi Marchnata (AoM) (Southampton, y DU).
Addysgu
Ymrwymiadau Addysgu
- Cyfathrebu Hysbysebu a Marchnata (Blwyddyn 3 Israddedig)
- Cyfathrebu Brand yn yr Oes Ddigidol (MSc)
- Prosiect Marchnata (Blwyddyn 3 Israddedig)
- Dulliau Ymchwil Gwyddorau Cymdeithasol (PhD)
- Prosiectau Marchnata Haf (MSc)
- Ymchwil ar gyfer Marchnata Strategol (MSc)
- Ymchwil Marchnata (MBA)
- Astudiaethau Busnes (Sylfaen)
- Goruchwylio: Prosiect Busnes MBA / Traethodau hir
Penodiadau Darlithydd Gwadd
- Prifysgol Boston (Rhaglen Astudio Dramor) Hysbysebu a Marchnata- Strategaeth Farchnata Prydain ac Ewropeaidd
Rolau Academaidd Ychwanegol
- Arholwr Allanol - Prifysgol Caerlŷr
- Goruchwyliwr Traethawd Hir Allanol - Prifysgol Birmingham
- Cyfrannwr ar gyfer yr Adnoddau Ar-lein ar gyfer Baines, P. a Fill. C (2014) Marchnata. Gyda'r Athro Paul Baines, Prifysgol Cranfield
Bywgraffiad
Anrhydeddau a dyfarniadau
- Awarded Best Paper in Track Prize- Academy of Marketing: “The Modern Confucian Values Influence on Chinese Ethical Consumption”.
- Awarded £1000 Worshipful Company of Marketors Dissertation 1st prize.
- Academy of Marketing Conference and Colloquium Travel Grant
- ESRC Overseas Field Trip funding
- ESRC 3+1 PhD Scholarship Funding
Aelodaethau proffesiynol
- Academy of Marketing Science
- Consumer Culture Theory
- Macro Marketing
Safleoedd academaidd blaenorol
Cyfarwyddwr Rhaglen ar gyfer BSc Rheoli Busnes
Uwch Ddarlithydd mewn Marchnata a Strategaeth
News articles
Contact Details
+44 29208 75706
Adeilad Aberconwy, Ystafell C03, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
